Super Bowl mobile marketing finds groove before and after
game
Numerous brands delivered well-crafted mobile strategies
capitalizing on the excitement both before and after the Super Bowl,
overshadowing any efforts to drive engagement during the popular live event.
From mobile-driven giveaways to fun digital scavenger hunts
and attention-grabbing content, brands such as Budweiser, Coca-Cola and Jack in
the Box, among others, bet heavily on mobile-driven programs pre- and post-game to extend the life of
their significant investments in airtime during the Super Bowl. While some
reports suggesting social traffic was down during the Super Bowl this year,
there was also a focus on driving meaningful brand awareness and activation via
second-screen engagements during the game.
"Mobile as a major channel is somewhat of a godsend to
brands looking to get involved in the Super Bowl,” said Ted Dhanik, CEO of
engage:BDR. “Super Bowl TV spots are
extremely limited and coveted inventory - as such, they have hugely high
barriers to entry and are reserved for the big players.
“However, mobile traffic during the big game is a
significant opportunity- whether people are at home, at a bar, or at a party,
most of them have their phones on them, and many are engaging in social media
commentary, looking up stats, or just browsing,” he said.
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